It’s a wonderful thing to behold those who are brave enough to throw down the gauntlet and give it their all in the free market arena. The courage to embrace a new idea or dream and the tenacity to risk everything to see it succeed, even when up against what seem like the most impossible of odds.
Challenging the tried and true; the belief that the pinnacle of a product or service has already been reached, is a scary and daunting task indeed. But that is exactly what start-up entrepreneurs Sanjiv Mehra and Jonathan Teller did when they founded Evolution of Smooth (EOS), a new lip balm company that took on the market entrenched heavyweights that had dominated Target stores aisles for more than a century.
Market demand for more natural/organic products left enough of a void in lip balm products and Sanjiv and Jonathan saw their opportunity to capitalize. They wanted to create something new and exciting for a new generation that would not only be fun, pleasurable and stylish but would also go the distance in it’s concept.
Bravely using only their own capital and conducting extensive research and model testing, they came up with an entirely new concept to the traditional tube. They created an effective new tool in the form of a sphere that engaged the user on multiple levels and wouldn’t be seen as just another marketing gimmick to be discarded and disdained later.
They then wisely priced their new product to compete with other brands and set about Facebook and social media marketing their legacy to the public. Now, in less than ten short years, EOS lip balm is already one of the top selling products in the country.
Not too bad for a start-up brave enough to challenge such a traditional market.